Ever wondered why some things become popular, and other don't? Why some products become hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence. Drawing on principles from his best-selling book, "Contagious: Why Things Catch On," Professor Jonah Berger illustrates successful strategies for you to use buzz to create virality so that your campaigns become more shareable on social media and elsewhere. By the end of this course, you'll have a better understanding of how to craft contagious content, build stickier messages, and get any product, idea, or behavior to catch on.
Viral Marketing and How to Craft Contagious Content
University of Pennsylvania
教學大綱 - 您將從這門課程中學到什麼
週
1What Makes Ideas Sticky?
In this module, you'll start to learn what makes products, ideas, and behaviors contagious; in other words, why they catch on. You'll explore the science behind why some things become popular while others fail. You'll also discover the key principles, or six SUCCESs” factors that make messages stick. Finally, you'll learn how to make any idea more memorable, whether it’s a pitch to your boss or a lesson you want students to remember.
8 個視頻（共 39 分鐘）, 1 個測驗
8 個視頻
Contagious: How Things Catch On6分鐘
Making Messages Stick3分鐘
Simple4分鐘
Unexpected6分鐘
Concrete5分鐘
Credible5分鐘
Emotional Stories6分鐘
1 個練習
Attributes of Stickiness Quiz20分鐘
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2How Social Influence Shapes Behavior
In this module, you'll examine how social influence shapes everything people do: from the products we buy and candidates we vote for to the food we like and careers we pursue. You’ll learn how people use others to help them make choices and how companies leverage this power to shape the products and services we use. You'll discover when people are more likely to conform or do the same thing as others, and when they are more likely to diverge or do something different. At the end of this module, you'll understand how to avoid being influenced by others and how to use influence to make yourself more successful.
5 個視頻（共 31 分鐘）, 1 個測驗
5 個視頻
Normative Influence5分鐘
Using Social Influence to Increase Success8分鐘
When Social Influence is Anti-Social5分鐘
Conformity or Divergence?3分鐘
1 個練習
Theories and Practice of Social Persuasion Quiz20分鐘
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3The Power of Word of Mouth
This module will teach you about the power of word of mouth. You’ll learn why word of mouth, or person to person communication, is 10 times as effective as traditional advertising. Further, you’ll discover why some products or ideas get talked about more than others. Why some online content goes viral or some things get more buzz. You’ll learn the six key STEPPS that drive people to share, and how by understanding those drivers, you can make anything more contagious.
8 個視頻（共 53 分鐘）, 1 個測驗
8 個視頻
Why Word of Mouth Matters6分鐘
Social Currency8分鐘
Triggers6分鐘
Emotion8分鐘
Public4分鐘
Practical Value4分鐘
Stories9分鐘
1 個練習
Strategies for Effective Referrals Quiz20分鐘
週
4Social Networks
In this module, you'll learn what social networks are, and how they shape the spread of information and influence. How the patterns of social ties between people determine what we do, and what catches on. How people we’ve never even met can influence our tastes and preferences. You’ll learn about how strong and weak ties help get people jobs, and whether to concentrate or spread out marketing resources when launching a new product. By the end of this module, you'll not only be able to analyze the success of popular products, ideas, and services, but also apply these insights to make your own stuff more likely to catch on.
6 個視頻（共 23 分鐘）, 1 個測驗
6 個視頻
What are Social Networks?6分鐘
How Networks Shape the Spread of Information5分鐘
Sprinkler vs. Waterfall Strategies3分鐘
Social Ties and Active Sharing5分鐘
Course Conclusion分鐘
1 個練習
Understanding Social Networking Behavior Quiz20分鐘
講師
Jonah Berger
Associate Professor of MarketingThe Wharton School
關於 University of Pennsylvania
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
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